Get answers to the most common questions about marketing research and providers of market research

Here are answers to the most common marketing research questions.  For more insights and tips, read our Marketing articles, Myths Exposed,  Research ROI.   If you are not sure about what market research questions to ask, feel free to contact us by phone (416) 238-9988 or online.  We’re here to help.

What sets On Target apart from other marketing research companies in Canada?

Anyone looking for top marketing research companies and marketing research tools and techniques would be well advised to choose On Target because of the quality of market research we deliver to our clients.   Most important, we employ live, one-on-one interviews (in person or on the phone), an approach that reveals far more data than watered-down research methods, such as focus groups and on-line surveys.   Our clients say it’s like getting into the mind of a customer or prospect.

What do top sales and marketing research companies like On Target deliver?

Companies small and large come to us because they want to increase leads, sales and income.  We know this from our own surveys.  Bottom line:  an On Target market survey reveals customer “hot buttons.” You are no longer guessing or relying on a single “expert” who may have never spoken to a customer or prospect.   When you know what customers consider most important and you promote that message, the result is increased sales, leads and income.  We’ve seen this again and again, and it is a key reason why any search for marketing research companies in Canada should include On Target.

What’s the harm in making an educated guess?

If you make a guess and are just a little off, you risk wasting a great deal of money on advertising and marketing that misses the mark.   The results of our marketing surveys may line up with some preconceptions about customer needs, but there is always something that was never considered before and it’s these insights that are the “game changers.”

How is an On Target survey completed?

Our surveys employ a proprietary process that reveals the true feelings and “hot buttons” of the person being surveyed.  It takes more time and effort than a shallow market survey where the person being surveyed is asked to respond by picking a ranking from 1-10.  The difference is significant and it is the key reason why companies and individuals seeking marketing research companies in Canada choose On Target.

What percentage of a marketing budget should be devoted to research?

Successful companies typically devote 25-50% of the annual marketing budget to research. Most companies can start by investing 10-15% on market research.

What are some of the myths about market research companies?

The big one is that you can get good data with online surveys.  All you get is secondary data or past data.  Our carefully worded market research questions, delivered in live, one-on-one surveys, reveal not only meaningful data, but also emotions.  You need those insights to achieve the ultimate goal, which is to increase sales.

How fast can you deliver market research?

The average is 3-8 weeks.  For faster service, ask about our RapidResponse Research.

Does On Target have a special offer that is not available from other marketing research companies in Canada?

Yes, if you order now, you can choose one of the following special offers:

• Save 15%
• Free competitor research.  This research will reveal the strong and weak points of your key competitors and the positioning of each competitor.  You can then determine what changes are necessary to have the best positioning in the marketplace, a necessary step to increase sales.

Our marketing efforts are producing frustratingly low response rates.  How could a marketing survey help?

The problem often isn’t what you know about your target audience.  It’s what you think you know.  While this may appear to be a minor distinction, the difference between assuming what the market needs and wants, and knowing with an absolute certainty, can make a startling difference in marketing response rates.   There is only one way to find out what potential customers want and will pay for; and that is to get the information directly from the source – the mind of the prospect.  There are no shortcuts, only the vitally important business resource quietly used by the most successful: the market survey.

Why is a marketing survey so important?

The success or failure of any marketing campaign, regardless of size, depends on clearly understanding the audience – who they are, what they think, and how to influence or persuade them.  Brand experts call this “finding a window into the mind” of the customer.

Why are regular marketing surveys a smart investment?

Nothing stays the same.  Either competitors come along and create a better product, or the customer base changes and the product isn’t needed anymore. If you look at the downfall of any company, at some point they’ve failed to survey to find out what’s needed and wanted.  As a consequence, they failed in the marketplace.

Is marketing research only for big, profitable companies?

Absolutely not.  The business landscape is littered with the corporate corpses of those who didn’t survey their markets. These are not just technology start ups or mom and pop business ventures, either.  AT&T’s failed entry into the computer market is dwarfed only by the infamous Edsel.  (Edsel named after one of Henry Ford’s sons, was by far the Ford Motor Company’s most spectacular failure to date)

Can a marketing survey help you cut through all the advertising that is competing for attention?

Getting the right message to the right audience has never been as challenging.  Messages that don’t have maximum impact, and hit immediately on key consumer needs and wants are instantly tuned out.  Typically, prospects need just 0.25 seconds to decide whether to read an offering, turn the page, or trash it.  Correspondingly, direct mail responses and click through rates have fallen to record lows and are hovering below 0.5 percent.

Can sales and marketing research by On Target help support the sales lead generation process?

Absolutely.  Many of our clients come to us primarily because they are looking for cost effective ways to improve their sales lead generation process.